Die Geheimnisse erfolgreicher Direct-to-Consumer-Unternehmen lüften
- 3 brand examples to boost your online sales
- 2 actionable tips for quicker results
- 1 special surprise
Marketing
Allbirds DTC Success: Winning Marketing Strategy Decoded
Allbirds are the comfy shoes everyone's talking about. But Allbirds' success goes beyond just creating incredibly comfortable shoes. They've become a shining example of how a direct-to-consumer (DTC) brand can win big with a focus on innovation, sustainability, and a customer-centric approach.
So, how did a small startup with a simple idea manage to disrupt the footwear industry and become a billion-dollar brand in just 4 years? Let's break down Allbirds’ DTC marketing strategy, step by step.
What makes Allbirds different? A focus on comfort, simplicity, and sustainability
Before we dive into marketing tactics, let's understand Allbirds' core proposition.
Allbirds, the footwear brand, was launched in 2016 by Tim Brown, a former New Zealand soccer player, and Joey Zwillinger, an engineer and renewables expert. They saw a gap in the market for comfortable, stylish shoes made with sustainable materials.
Allbirds shoes are built with natural materials like merino wool and tree fibre, prioritising comfort and ethical production over flashy logos and trends. This focus on comfort and sustainability resonates with a growing number of consumers who are looking for more than just a pretty shoe.
Allbirds transcended the tech world, becoming a hit in Silicon Valley. Even Google co-founder Larry Page was spotted sporting a pair.
Allbirds' net revenue has soared in the past 4 years, reaching nearly $300 million in 2022. However, the company did hit a few rough spots as they were not profitable.
In an effort to attract younger customers, Allbirds ventured beyond their core wool shoe line with edgier sneakers. However, these attempts were unsuccessful, contributing to financial losses.
This led them to take their eye off the ball and miss sales expectations. Since 2023, they have taken decisive action to restructure and refocus on their core product, with the relaunch of their iconic model The Wool Runner 2, while reducing costs through store opening pauses and production consolidation.
Allbirds is a certified B corp company since 2016.
In 2024, Allbirds created the world's first net zero carbon pair of sneakers, the M0.0NSHOT, with a 0.0 kg CO₂e footprint (vs. industry standard 14 kg). It uses regenerative wool, sugarcane-based materials, and bioplastic eyelets. They're open-sourcing their methods to inspire the shoe industry.
They also have plans to cut their carbon footprint in half by the end of 2025 and then reduce it to near zero by 2030.
2. Building a loyal community: The power of Allbirds’ marketing strategy
In today's digital age, word-of-mouth marketing goes beyond just telling your friends about a great product. Allbirds leveraged the power of social media and online communities to create a buzz around their brand.
Here's how they did it:
2.1 Social media engagement
Allbirds understood the power of platforms like Instagram and Facebook early on. They didn't just use these platforms for advertising; they used them to engage with their audience, share the story behind their products, and build a community around their brand.
User-generated content (UGC) played a big role here. The #WeAreAllbirds hashtag encouraged customers to share their experiences, fostering a sense of belonging.
2.2 Influencer marketing
Partnering with social media influencers and content creators who align with Allbirds' values helped them reach new audiences and build trust. Authentic recommendations from trusted voices are a powerful marketing tool.
2.3 Affiliate marketing
By rewarding individuals or companies for referring new customers, Allbirds incentivised their existing fanbase to spread the word and extend their reach organically.
2.4 PR
They also understood the value of traditional public relations. They worked with PR agencies to get their story featured in major publications like The New York Times, Forbes, and Vogue. This not only helped to increase brand awareness but also added a level of credibility to their products.
Perhaps the most notable PR move was when Time magazine named Allbirds' wool runners as the most comfortable shoe in the world. This endorsement gave Allbirds a significant boost in visibility and reputation, further solidifying their position in the market.
2.5 Advertising
Allbirds grabs attention with visually stunning ads that consistently highlight comfort and sustainability. They use playful language to target specific audiences and use simple messaging focusing on their main selling point: the most comfortable shoes.
They even partnered with celebrities like Lindsay Lohan to promote their newest colour launch!
As of March 2024, they have over 460 active ads (with a mix of whitelisting and branded ads) and over 1200 results on the Meta Ads Library!
3. Standing out from the crowd: Allbirds’ consistent brand experience
Consistency is key to building a strong brand. From product design to marketing efforts, Allbirds maintains a clear message and aesthetic that aligns with its core values.
This consistency extends to:
- Content creation: Their social media posts, blog articles, and email newsletters all focus on the brand's core selling points: comfort, simplicity, and sustainability. This consistent messaging reinforces their brand identity and makes their value proposition clear.
- Website & product pages: Allbirds' website is user-friendly and showcases its products effectively with high-quality visuals and clear information. The focus is on the product, not on gimmicks or flashy sales tactics.
3.1 Pricing for sustainability: A premium without compromise
Allbirds' pricing strategy is another key differentiator. They don't offer frequent sales or discounts, positioning themselves as a premium brand that prioritises quality materials and sustainable practices. This reflects their commitment to ethical production.
They famously increased their prices on Black Friday by $1 and donated the extra proceeds to a climate change initiative.
This approach might seem risky, but it resonates with their target audience who value quality and ethical production over the lowest possible price.
3.2 More than just shoes: Building a brand personality
Allbirds understands that a strong brand personality is essential for connecting with customers. They've managed to create a brand that's not only sustainable and comfortable but also approachable and fun. This is evident in everything they do, from product design to marketing materials.
Their brand personality can be described as friendly, playful, and down-to-earth. They don't take themselves too seriously and often use humour and wit in their marketing. This lighthearted tone creates a more enjoyable shopping experience and makes the brand more relatable.
4. From startup to success: Key takeaways from Allbirds' DTC journey
Allbirds' story offers valuable lessons for any business looking to make its mark, especially in a crowded market. Here are some key takeaways:
- Focus on a clear and differentiated value proposition. What makes your brand unique? Cater to a specific need or value set that resonates with your target audience.
- Embrace innovation and sustainability. Consumers are increasingly looking for brands that align with their values.
- Build a community around your brand. Social media and online communities are powerful tools for engagement and word-of-mouth marketing.
- Maintain a consistent brand experience. Every touchpoint, from product design to marketing materials, should reflect your brand identity.
- Be strategic about pricing. Don't be afraid to premiumize your products if they reflect your quality and values.
- Develop a strong brand personality. Create a brand that connects with your target audience on an emotional level.
Allbirds' success lies in their ability to resonate with a customer base seeking comfort, sustainability, and transparency.
Allbirds, following the footsteps of fellow digitally native brand Warby Parker, thrives with a DTC model. They bypass the traditional retail supply chain, selling directly to customers online and in their retail stores.
However, their recent missteps highlight the challenge of balancing core product focus with market expansion.
Looking ahead, the question for Allbirds is how they can ensure their renewed focus on core products translates to profitability.
Can they keep their existing customer base engaged while innovating within their core category of comfortable, sustainable shoes? Will exploring new materials and silhouettes within this category reignite sales growth without diluting their brand identity?
Allbirds' ability to navigate these questions will determine their long-term success.
.webp)
Logistics
BigCommerce fulfilment strategy for your online store
Efficient order fulfilment is the key to your online store’s growth. Delays and errors can frustrate customers and send them elsewhere.
If you are using BigCommerce to manage your e-commerce, read on!
This guide dives into BigCommerce fulfilment and the benefits of partnering with a Third Party Logistics (3PL) provider like Bigblue. Learn how to create a seamless experience for your customers, ultimately boosting conversions and fostering brand loyalty.
1. 4 BigCommerce fulfilment options
BigCommerce, a leading e-commerce platform, powers over 44,669 online stores (as of Q1 2024, Storeleads).
It offers comprehensive features like store creation, SEO, hosting, marketing, and payment processing, catering to businesses of all sizes.
BigCommerce offers a variety of fulfilment options to its users, including:
- Self-fulfilment: This is where the merchant handles all aspects of order fulfilment themselves, including picking, packing, and shipping orders.
- Fulfilment by Amazon (FBA): This allows merchants to leverage Amazon's fulfilment network to store, pick, pack, and ship their products.
- Dropshipping: This is where the merchant partners with a dropshipping supplier who stores, packs, and ships orders directly to the customer.
- 3PL providers: They offer a variety of fulfilment services, such as warehousing, picking, packing, shipping, and returns processing.
2. Why choose a 3PL for your BigCommerce store?
Elevate your business efficiency by outsourcing your fulfilment to a 3PL.
Effortlessly handling order fulfilment, inventory management, and return logistics, they also secure optimal shipping costs.
Bigblue Tips
Get the best delivery deals and options for your customers! At Bigblue, we partner with over 20 leading European carriers like Colissimo, Royal Mail, and Correos.
Plus, our smart carrier selection selects the most cost-effective and high-quality delivery option based on your customer's location.
This translates to significant time savings, reduced errors, and faster processing, ultimately leading to happier customers and a seamless path to scaling your business.
Real-time inventory visibility ensures you never miss a sale and eliminates stockouts, keeping your operations running smoothly and efficiently.
Here's why a 3PL goes beyond just logistics:
- Enhanced efficiency: 3PLs handle warehousing, picking, packing, and shipping, freeing you to focus on core business activities. Their infrastructure scales with your business, ensuring smooth operations during peak seasons.
- Reduced costs: Leverage economies of scale and bulk shipping rates negotiated by 3PLs, potentially reducing your costs. Avoid overhead associated with maintaining your own warehouse and staff.
- Improved customer satisfaction: Enjoy faster delivery times with strategically located fulfilment centres. Minimise errors and provide real-time order tracking information with most 3PLs, leading to a superior customer experience.
3. Bigblue: Your trusted BigCommerce fulfilment company
Bigblue integrates seamlessly with BigCommerce, handling your order management and shipping from start to finish.
Here's what Bigblue offers:
- Fulfilment expertise: Stay ahead of the curve with our up-to-date knowledge and efficient fulfilment solutions.
- Advanced technology: We built our Warehouse Management Systems (WMS) and Transportation Management Systems (TMS) for streamlined operations and accuracy.
- CX Tools: Empower your customers with real-time order tracking and a printerless return portal. Foster loyalty through personalised post-purchase communication (emails and landing pages) and actively collect feedback to continuously improve the customer experience.
3.1 How to connect your BigCommerce website to the Bigblue application in 3 steps:
- Open the Shop Integrations tab and select BigCommerce.
- Log in to your BigCommerce account and install the Bigblue app.
- Test the integration by placing a test order.
And that’s it! You are now ready to enjoy simple and fast fulfilment with Bigblue!
Don't let fulfilment delays hurt your online store's success. BigCommerce offers a variety of fulfilment options, but partnering with a 3PL provider like Bigblue can be the key to efficient order processing, reduced errors, and happier customers.
By outsourcing your fulfilment operations, you can focus on running your business while Bigblue handles the logistics, ultimately boosting conversions and fostering brand loyalty.
Ready to take your BigCommerce store to the next level?
Marketing
How Bobbi Brown Built a $100M Empire with Jones Road Beauty
Looking for DTC success? Learn how Jones Road Beauty, the brainchild of makeup artist legend Bobbi Brown, rose to the top in the beauty market!
Launched in 2020, this beauty company has carved a niche for itself with its focus on clean, multipurpose makeup and a data-driven approach to growth. The brand achieved $100M in revenue in 2023.
Jones Road Beauty's success comes from a well-defined marketing strategy built on core values of authenticity, education, and inclusivity. Let’s discover how the brand won the Allure Readers Choice Awards in 2022!
1. Jones Road Beauty overview: Bobbi Brown’s legacy
1.1 A family affair: Bobbi Brown and Cody Plofker launch Jones Road Beauty
Bobbi Brown launched Jones Road Beauty in 2020, after a 25-year non-compete with Estée Lauder, the company that acquired her eponymous brand.
Alongside her son, Cody Plofker, they invested $2M of their own money to start the company.
In the beginning, they had a small team of 12 staff only and no formal marketing team or launch strategies.
1.2 Key differentiation: Clean beauty for everyone
Jones Road stands out for its clear brand identity. The brand was founded by Bobbi Brown, a name synonymous with quality makeup, and instantly gained trust and recognition.
Their philosophy? The world doesn't need more makeup, it needs better, healthier options that work for everyone. They achieve this by using clean, high-grade formulations and focusing on multipurpose makeup products, catering to a wide range of ages, skin types, and tones.
“It’s for women who do their make-up in the car, or in the bathroom, but quickly because they understand the joy of putting it on in five minutes,” Brown says.
Jones Road Beauty products go above and beyond EU standards by removing over 2,700 potentially harmful ingredients from their products. Plus, they're cruelty-free and everything is made in the US or Germany.
1.3 DTC first brand going omnichannel
Jones Road primarily sells directly to consumers through their website, allowing them greater control over their brand image and messaging. This direct-to-consumer (DTC) model fosters a direct connection with their customer base and enables them to gather valuable data to refine their product offerings and marketing strategies.
They also went omnichannel and have opened 4 flagship stores and collaborate only with like-minded brands: like Liberty London, a department store known for its curated selection of independent brands, aligning with their commitment to authenticity.
While many brands utilise celebrity partnerships, Jones Road prioritises maintaining its voice and avoids associations that might not resonate with its core values.
2. Jones Road Beauty’s customer-centric approach
2.1 Website built for conversions
Jones Road's website reflects its brand values and prioritises a smooth user experience.
The navigation is intuitive, and all product information, including clean ingredients and multi-use functionalities, is readily available.
You can also see shade swatches, customer reviews, and recommendations for complementary products, all designed to encourage purchase.
They have a limited product range. This may seem counterintuitive, but it simplifies the shopping experience for customers, making it easier to find the right product.
“Get The Look” encourages customers to explore product groupings based on the model’s look, like "Adelina’s Soft Focus Sparkle" or "Shana’s Bad Ass Beauty".
2.2 Personalised shopping experience with quizzes and expert advice
Taking personalisation a step further, Jones Road utilises quizzes and expert advice to help customers find the perfect products for their individual needs.
These quizzes are short, and intuitive, and recommend specific products along with helpful tutorials, fostering trust and confidence in the brand.
Jones Road listens to customers' feedback and targets the right audience with quizzes and ads to understand what products to make and who to sell them to. Jones Road targets its ideal customers through daily TikTok ads ($8,000 per day!), directing all that traffic to the quiz.
This clever strategy not only attracts potential buyers (top-of-funnel) but also gathers valuable customer insights for future product development, creating a win-win situation.
3. Jones Road Beauty marketing strategy: Leveraging social media power
3.1 Leveraging Bobbi Brown's influence
In 2022, Bobbi Brown, at 65, surprised everyone by becoming a successful TikTok influencer.
Her genuine approach, makeup tips, and relatable personality resonated with a new generation, driving massive traffic to Jones Road (196% increase in website traffic in 2022!).
Brown made some tutorials and tips videos for women over 50, and it went viral! It does showcase that TikTok is not only Gen Z!
This unexpected move not only generated buzz but also showcased the brand's ability to cater to a wider audience.
The hashtag #jonesroadbeauty has over 144.7M views on TikTok!
3.2 "Friends of Bobbi": Jones Road's recipe for authentic marketing
Jones Road takes a unique approach to marketing, skipping traditional influencers.
"When I saw the content of girls with nails out to here digging their hand in Miracle Balm or doing makeup that was so over the top, I just was like, 'No, no, no, no, no, we can't do this. There's got to be people out there who are on brand.' And we found them," Brown said.
Brown believes their brand doesn't need typical influencer content, and instead, they rely on "Friends of Bobbi."
These are everyday people who naturally align with the brand's vision, as a local restaurant hostess that Brown met, for example. These "Friends" model products and collaborate with the brand, but they're not paid influencers in the traditional sense.
3.3 Catering to a diverse audience with authentic beauty
Jones Road takes a refreshing approach to beauty by moving away from the traditional focus on a young demographic and heavily edited visuals. They target a wider audience, including individuals who often feel overlooked in the marketing of other beauty brands.
By promoting self-love and confidence at any age, Jones Road champions the idea of embracing your natural beauty and individuality:
- Featuring models of all ages and ethnicities: Their website and social media channels showcase diverse models using their products, demonstrating that they cater to all skin tones and ages.
- Promoting "embracing your lines" aka wrinkles: Bobbi Brown herself advocates for self-acceptance and celebrates natural beauty, even encouraging customers to embrace their unique features.
3.4 Building a strong following through education and transparency
Jones Road prioritises educating its customers about its products and their philosophy.
They leverage social media platforms like TikTok and Instagram to feature Bobbi Brown herself, demonstrating product application techniques and sharing her expertise on various beauty topics.
- "Bobbi Explains" videos: On their social media platforms, Bobbi Brown personally demonstrates product applications and shares valuable makeup tips and techniques.
- Detailed product descriptions: Their website provides comprehensive information about each product's ingredients, benefits, and usage instructions.
- Responding to negative reviews: Instead of shying away from criticism, Jones Road uses negative reviews to engage with customers and offer educational responses, addressing concerns and clarifying product use.
Bobbi’s answer got appraised and reposted by many makeup/beauty influencers like Manny Mua or James Charles.
Jones Road Beauty's success story in the beauty market showcases the importance of authenticity, innovation, and inclusivity.
Led by Bobbi Brown's vision, the brand's focus on clean makeup and customer-centric strategies has resonated strongly, inspiring both consumers and industry peers alike.
Jones Road Beauty's marketing strategy is a must-follow for all DTC brands!
Logistics
How Does Magento Fulfilment Work in 2024?
Frustrated with fulfilment? Delays and errors can cost you loyal customers. Nearly all online shoppers (85%) say a bad delivery experience would stop them from buying again.
Efficient order fulfilment in e-commerce is key.
Are you using Magento for your e-commerce store? This guide dives into Magento order fulfilment and the benefits of partnering with a third-party logistics (3PL) solution like Bigblue. Learn how to create the best customer experiences, ultimately boosting your conversion rates and fostering brand loyalty.
1. What is Magento e-commerce?
Magento, a top CMS e-commerce platform owned by Adobe, powered over 267,000 online stores globally in 2022, making up roughly 0.9% of all online retailers. However, it's crucial to differentiate between two versions:
But what about logistics and fulfilment?
While Magento itself doesn't directly fulfil orders, it integrates with various fulfilment providers to streamline the process.
Here's a breakdown of the pros and cons of using Magento for order fulfilment:
Pros:
- Effortless automation: Magento automates tasks like sending order details to your fulfilment provider, saving you time and minimising errors. This translates to faster order processing and happier customers.
- Seamless scaling: Grow your business and easily expand fulfilment capabilities.
- Real-time inventory: Magento seamlessly integrates with your fulfilment provider's system, offering real-time stock visibility.
Cons:
- Setup complexity: This may require technical expertise, especially for smaller businesses.
- Magento's learning curve: Takes time and effort to master the platform's features, compared to simpler e-commerce platforms.
2. Partner with a 3PL for your Magento website
While Magento is a powerful e-commerce platform, managing order fulfilment in-house can become a burden as your business grows. Partnering with a 3PL provider can offer several key benefits for your Magento store, allowing you to focus on core business activities like marketing and product development.
Here's why partnering with a 3PL can be advantageous:
2.1 Enhanced efficiency and scalability:
- Streamlined operations: 3PLs handle various aspects of fulfilment, including warehousing, picking, packing, and shipping.
- Scalability: 3PLs have the infrastructure and resources to handle fluctuating order volumes, ensuring smooth operations during peak seasons like Black Friday or periods of rapid growth (after appearing on a TV show like Dragons’ Den for example).
Bigblue Tips
Never run out of stock again! Stay on top of your inventory with Bigblue.
Running out of stock can hurt your business and disappoint customers. Bigblue helps you avoid this by:
- Real-time inventory tracking: Know exactly how much you have of each product at all times.
- Optimised forecasting: Plan your supplies based on your actual sales data, not guesswork.
- Easy management: Everything you need is accessible on your Bigblue dashboard.
2.2 Cost savings:
- Economies of scale: 3PLs leverage their existing infrastructure and negotiate bulk shipping rates, potentially offering you lower costs than you could achieve on your own.
- Reduced overhead: You avoid the costs associated with maintaining your own warehouse, hiring and managing warehouse staff, and investing in equipment and technology.
2.3 Improved customer satisfaction:
- Faster delivery: 3PLs often have strategically located fulfilment centres and warehouses, allowing them to offer faster delivery times and meet customer expectations.
- Enhanced tracking and visibility: Most 3PLs provide real-time order tracking, allowing you and your customers to monitor order progress and delivery status.
- Reduced errors: 3PLs have experience and expertise in handling orders accurately and efficiently, minimising the risk of errors and ensuring customer satisfaction.
Bigblue Tips
At Bigblue, we want you to focus on what you do best, not the hassle of shipping and returns.
We've built a cutting-edge solution packed with features to take care of the logistics for you:
- Personalised tracking: Keep your customers happy with branded tracking emails and pages.
- Real-time ETAs: Show your customers exactly when to expect their orders, right on your product page.
- Effortless returns: Manage both B2C and B2B returns with our portal, even offering a printerless option for added convenience.
2.4 Expertise and technology:
- Fulfilment expertise: 3PLs stay up-to-date on the latest fulfilment trends and technologies, allowing them to offer efficient and cost-effective solutions.
- Advanced technology: Many 3PLs utilise automation, Warehouse Management Systems (WMS), Transportation Management Systems (TMS), and other advanced technologies to streamline operations and improve accuracy.
3. Partnering with Bigblue for your Magento store
Bigblue can be easily integrated with Magento to handle your order management and shipping from start to finish. You will be able to focus on more important tasks like growing your business and providing the best shopping experience to your clients!
We currently offer seamless integration with Magento, enabling quick connection to any Magento store through our API. This integration facilitates the exchange of product, order, and inventory information, among other data.
Our process is designed to be transparent and effortless. We automate everything from stock allocation to delivery notifications, ensuring peace of mind for you and your customers.
3.1 3 easy steps to get integrated with us:
3.1.1 Integration
You connect your Magento store to Bigblue through our extension or API. This allows real-time data exchange between the two platforms.
3.1.2 Order processing
When a customer places an order on your Magento store, the order details are automatically sent to our system.
Bigblue keeps you updated on your inventory levels in real-time. This helps prevent stockouts and ensures accurate order fulfilment.
3.1.3 Order fulfilment
We receive the order details, locate the items in our warehouse, pick and pack them, and then ship them to the customer.
3.1.4 Tracking and updates
Both you and your customer receive tracking information and updates on the order's status throughout the fulfilment process. You can easily find all the information on our dashboard!
Now you're equipped with the knowledge to unlock the full potential of Magento's powerful platform. Remember, efficient order fulfilment is crucial for a thriving e-commerce business. By understanding the advantages and considerations of using Magento for fulfilment, and exploring the benefits of partnering with a 3PL like Bigblue, you can ensure a smooth and successful journey for both you and your customers.
Ready to prioritise growth and delight your customers? Bigblue offers a seamless integration with your Magento store, streamlining every step from order placement to delivery. We handle the logistics, so you can focus on what you do best – running a thriving business.
Contact us today and let Bigblue be your trusted partner in e-commerce success!
E-commerce trends
Myprotein Success Story: From £500 to Global Nutrition Giant
What began with a single question - "What's actually in this protein powder?" - has snowballed into a multi-million dollar empire.
Myprotein's story is one of curiosity, strategic expansion, and community building, transforming it into a global leader in sports nutrition.
Join us as we uncover the secrets behind Myprotein's meteoric rise and its mission to empower individuals worldwide to live healthier, more active lives.
1. Myprotein overview
1.1 Oliver Cookson: The marketing mind behind Myprotein's founding
In 2003, Olivier Cookson's interest in weightlifting led him to question the origins of whey protein, sparking his entrepreneurial journey.
“I was a keen gym goer and I used to buy protein powder from what was the leading sports nutrition company in the UK at the time. And about six months in I looked at the back and thought, ‘What actually is this?’”
After a quick Google search, Cookson realised the high costs and wasteful disposal of whey protein. It sparked the idea of selling affordable and accessible protein.
Cookson founded the sports nutrition brand Myprotein in 2004 with just a £500 overdraft.
Despite initial setbacks with securing funding, Cookson persevered, leveraging an extended overdraft to purchase bulk quantities of whey protein.
Oliver Cookson's promotional efforts began with a keen understanding of his target audience and where they gathered online. Myprotein's marketing journey began with a keen insight into the power of forums as a promotional channel. Cookson initiated a $10 'sticky post' advertisement experiment, which proved to yield positive returns.
This initial success paved the way for further promotional activities, including the development of Adwords campaigns and the exploration of other marketing channels.
1.2 Acquisition by The Hut Group
In 2011, Myprotein was acquired by The Hut Group (owner of Lookfantastic) for £60M.
The brand continued its expansion and became one of the most famous brands globally for sports nutrition.
1.2 Acquisition by The Hut Group
In 2011, Myprotein was acquired by The Hut Group (owner of Lookfantastic).
The brand continued its expansion and became one of the most famous brands globally for sports nutrition. In 2023, the worldwide sports nutrition market was worth $45.24 billion.
The online revenue of Myprotein.com amounted to US$351.5m in 2022 according to eCommerceDB.
1.3 Sustainable initiatives
Myprotein implements several initiatives aimed at sustainability. Here's an overview:
- Myprotein aims to minimise waste by sending all its waste to either recycling facilities or for conversion into energy (RDF - Refuse Derived Fuel).
- They strive to use recycled materials in their packaging and ensure the remaining packaging is recyclable.
- Myprotein launched a clothing line called A/WEAR, made entirely from organic cotton, which uses less water and avoids harmful chemicals during production.
- Most recently, they launched a program where over 150 tonnes of unused protein were reprocessed into fish food.
2. Myprotein rise to popularity: Leading brand in sports nutrition
2.1 Growth strategy and market expansion
Myprotein's growth strategy centres on three pillars: expanding product offerings, enhancing e-commerce platforms, and extending international reach.
Myprotein continuously diversifies its products, investing in research and athlete collaborations to develop scientifically proven supplements tailored to evolving customer needs.
Myprotein focuses on optimising its e-commerce platform to ensure user-friendly ordering, fast deliveries, and responsive customer support.
- Free delivery over £45 and within 2-3 working days for the UK
- Different payment methods including Klarna Buy Now Pay Later
- Returns up to 30 days
- Attractive bundles
- Recommended products
- Free gifts
- Live chat
Lastly, international expansion is pivotal, with Myprotein localising websites, partnering with distributors, and adapting products and marketing to resonate with diverse regional audiences.
It expanded to 56 international markets, achieving exceptional growth, notably in Japan with over 400% increase from 2017 to 2020. Key to its success in Japan was THG's data-driven approach, tailoring products to local preferences, including unique flavours.
2.2 Strategic partnerships and sponsorships
Myprotein has grown through strategic acquisitions and partnerships, expanding its product range, strengthening its e-commerce platform, and boosting its global presence. Here are some notable collaborations:
- MP Clothing: Acquired in 2013, Myprotein expanded into fitness apparel, broadening its offerings.
- MP MAX: Acquired in 2014, enhancing its sports nutrition products in the UK.
- The Catalans Dragons, a French rugby team: Official sports nutrition partner since 2018.
- Williams Racing, British Formula One: Official nutrition partner since 2023.
- HYROX: Myprotein is the official nutrition partner for HYROX, ‘the global sport of fitness racing’, for 2023-24 seasons.
2.3 Myprotein marketing strategy unveiled
2.3.1 Leveraging social media through challenges and educational videos
Myprotein has become a leading brand in sports nutrition by effectively engaging with the sports community and influencers.
Myprotein uses various social media channels to engage with its audience effectively. On YouTube, the brand offers educational videos aimed at enriching consumer knowledge, covering topics relevant to sports nutrition and fitness.
Additionally, Myprotein fosters community involvement through initiatives like the Move30 Challenge and MoveClub, encouraging individuals to adopt active lifestyles.
Furthermore, the brand utilises TikTok and Instagram as a platform for creating engaging content that resonates with the fitness community.
2.3.2 Building brand loyalty through community with influencers, referrals, and ambassadors
Myprotein partners actively with athletes and fitness influencers who become brand ambassadors, such as Joe Wicks in the UK. He even created his own range with the brand!
For example, in their most recent campaign for Black Friday and Cyber Monday. They created a movie-style trailer for a cyber hunt during Black Friday.
Influencers like Ashley Cain and Matt Morsia star as giants searching for discount codes in global cities like Paris or London.
Myprotein also boosts brand loyalty through "MP Rewards" and referral programmes. Referrals earn £10 credit when friends spend £45, with £10 off and free delivery for them. Student discounts only also add to the appeal.
From a modest beginning, Myprotein has emerged as a major player in the global $45.24 billion (2023) sports nutrition industry.
Since being acquired by The Hut Group in 2011, the brand has expanded its reach worldwide, with notable growth seen in Japan.
Their success is built on a foundation of offering a wide range of products, providing an excellent online shopping experience, and employing smart marketing strategies. By prioritising these aspects, Myprotein continues to inspire people to lead healthier lives on a global scale.
What do you think could be the next big step for Myprotein as it continues its journey in the nutrition industry?
Logistics
Shopify Fulfilment Services Everything You Need to Know 2024
As customers increasingly expect fast deliveries, a slow order fulfilment process can result in abandoned carts and lost sales. For Shopify store owners aiming to challenge it, optimising your fulfilment is crucial. Despite being often overlooked, efficient fulfilment can be the key to business growth.
Planning logistics and fulfilment operations may seem daunting, from stock management to last-mile delivery, the process is complex. Thankfully, numerous fulfilment service providers help Shopify shop owners scale effectively.
In this guide, we'll explore the basics of Shopify fulfilment services and the essentials of partnering with a third-party fulfilment provider.
1. Fulfilment is pivotal for your Shopify store's success
Here's how:
When fulfilment is smooth sailing, customers receive their orders quickly and as expected. They're thrilled and spread the word, boosting your reputation and drawing in more business.
But, if fulfilment falls short, delays, and mistakes can leave customers frustrated and disappointed. This damages your reputation and drives customers away.
63% of consumers are unlikely to return after a negative fulfilment experience!
2. What is Shopify Fulfilment Network?
The Shopify Fulfilment Network (SFN) serves as Shopify's dedicated fulfilment service, enabling brands to efficiently manage inventory storage and fulfil customer orders. Introduced in 2019, SFN was designed to provide fulfilment capabilities tailored to e-commerce brands leveraging the Shopify platform.
Shopify Fulfilment Network has its limitations:
- Limited coverage: SFN is currently available only in the United States.
- Inventory restrictions: SFN has limitations on the types of products it can store and fulfil, such as perishable goods like food supplements or items with specific storage requirements like delicate garments.
- Integration challenges: SFN may pose challenges for merchants using third-party systems or custom solutions.
- Loss of control: Merchants can lose some control over branding, packaging, and customer communication when using SFN.
3. How to partner with a 3PL for your Shopify stores
3.1 Send your stocks to your 3PL
The collaboration with an outsourced fulfilment service provider starts with merchants sending their products to their fulfilment centres.
3PLs with a well-connected network of fulfilment centres worldwide, advanced technology to automate inventory processes, and data analytics for smarter supply chain decisions.
3.2 Save on shipping costs with your 3PL
3PLs team up with carriers to give you lots of affordable shipping choices. They pick the best carriers for your shipments, like Bigblue partnering with over 20 major European carriers such as Royal Mail, Mondial Relay, and Colissimo.
This helps make online shopping better with quicker and cheaper deliveries!
Moreover, you can rely on your 3PL to share their expertise in suggesting packaging solutions and eco-friendly practices. Trust them to provide valuable guidance for optimal packaging choices, contributing to environmentally conscious shipping practices.
3.3 Enjoy the expertise of your 3PL
By prioritising customer satisfaction, you not only secure great reviews but also ensure a promising future for your shop. This comprehensive approach covers inventory management, order management, and efficient packing and shipping.
It will make your collaboration with a Shopify fulfilment service a strategic advantage in the competitive e-commerce landscape. Offer the best customer experience and increase your sales!
4. How to set up Bigblue with your Shopify store
Fast-growing Shopify merchants have partnered with Bigblue to help meet customer expectations, reduce cart abandonment and boost their conversion rate.
Bigblue simplifies e-commerce fulfilment by handling warehousing and shipping.
A tech-enabled 3PL provides inventory levels tracking tools to check stock levels in real-time, set reorder points, avoid stockouts, and analyse sales performance.
With Bigblue, e-commerce businesses can save time on daily logistics operations management. Its network of distribution centres and advanced Warehouse Management System (WMS) ensure efficient storage and streamlined processes.
Additionally, Bigblue allows you to use custom packaging options to enhance the unboxing experience and negotiates carrier discounts to pass savings on to customers.
To get started, here are simple steps on how to connect Shopify to Bigblue.
Step 1:
Login to your Bigblue account and open the Shop Integrations to connect your Shopify shop by clicking on "Connect a Shop." Choose Shopify, click Next, and then add the app from the Shopify App Store. In the welcome pop-up, indicate that you already have a Bigblue account.
Step 2:
Configure the auto-fulfilment option on Shopify. Navigate to your Shopify admin page and access Settings > Checkout and Accounts. Locate the Order processing section and choose "Do not automatically fulfil any of the order's line items."
It's important to note that Bigblue processes Shopify orders only after payment has been received, thanks to the implemented filter by payment status. This ensures a seamless integration between your shop and Bigblue for efficient order fulfilment.
Step 3:
To start linking your Shopify products to Bigblue, you can use the auto-link feature in the Bigblue app. Ensure your Bigblue products have matching barcodes or SKUs with Shopify. Access the Shop Integrations tab, configure preferences, and click "Start" to auto-link.
And that’s all, you are all set up!
As global e-commerce sales are set to reach $6.3 trillion in 2024, the importance of efficient fulfilment for Shopify store owners cannot be overstated.
By partnering with a 3PL, businesses can benefit from cost-effective shipping, expert advice, and improved customer satisfaction.
Shopify fulfilment services providers excel in picking, packing, and shipping orders, setting the stage for success for your Shopify store.
E-commerce trends
The Top 10 Direct-To-Consumer (DTC) Brands to Follow 2024
Direct-To-Consumer (DTC) brands are everywhere. In the UK, DTC commerce soared from 5% to 27% in 2023.
They are reshaping consumer shopping behaviours in e-commerce. According to Salesforce, 64% of global shoppers now prefer to buy directly from the brand website.
Some of our favourite brands are creatively adopting e-commerce through influencer collaborations, scarcity strategies, and a commitment to sustainability.
Discover the top 10 DTC brands in 2024, like Unbottled, Zapato Feroz, Papier, and Scuffers. Explore their unique strategies and features defining DTC's success.
1. What Is a Direct-to-Consumer (DTC) Brand?
A Direct-to-Consumer (DTC) brand directly sells its products to customers online, skipping intermediaries such as wholesalers and retailers. This approach allows them to manage the customer experience, collect data directly from shoppers, and increase profits.
Successful DTC brands often expand their distribution to become omnichannel brands. Casper, for instance, partnered with major sleep chains to stock their mattresses. Similarly, brands like Cabaïa, Unbottled, and Glossier expanded by venturing into physical retail and establishing brick-and-mortar stores.
2. 10 winning strategies from top DTC brands to adopt right now
2.1 Cabaïa - Environmental engagement & personalisation
.webp)
Cabaïa is a French accessories brand established in 2015 in Paris by Bastien Valensi and Emilien Foiret. The brand specialises in the sale of hats, socks, and luggage items such as backpacks.
Winning strategy: The brand incorporates environmental and animal-friendly principles, with plans to create 100% eco-friendly bags in the future. Cabaïa actively engages customers through surveys, and social media communities, and aims to foster loyalty by involving customers in the company's life.
The plus: Cabaïa offers personalisation options with different pocket (front, side, bottle) designs and showcases a strong commitment to animal welfare. In collaboration with SPA, they donated €1 for every purchase made online or in-store from Feb 7-14, totalling over €17,000 for the cause.
2.2 Helssy hair - Natural hair care through UGC and education
Helssy Hair, founded by Héloïse Dreux, emerged from her journey to embrace natural hair care after years of using damaging hair straighteners. She shared hair care tips on social media, sparking interest and leading to the creation of the Helssy Hair e-commerce store in 2021. The brand focuses on providing quality, natural hair care products for various hair types.
Winning strategy: The brand employs a marketing strategy that revolves around UGC and educational content by Héloïse shared on various social media platforms, particularly through short-form video content.
The plus: A cool free e-book full of tips to take care of your hair!
2.3 Papier - Creative community focus
Papier is a British online e-commerce brand established in 2015, specialising in personalised stationery. They sell customisable wedding invitations, notebooks, and notecards, operating in the UK, US, and Australia. The company has received recognition at the British Wedding Awards and UK Wedding Awards. Papier raised $4 million in series A funding in 2017 and $11 million in series B funding in 2019.
Winning strategy: Papier fills a market gap by offering quality, tasteful, and affordable personalised stationery, and utilising creative partnerships with design influencers and brands such as the V&A, Matthew Williamson, and Disney. The brand also engages customers through personalised email communication, discounts, and perks. It created a community around paper lovers, journaling and daily planning. They organise events and workshops to foster a stronger connection with their audience.
The plus: The Fold, their online magazine that gives tips and artists spotlight!
2.4 Scuffers - Streetwear with limited-edition exclusivity and influencer collaborations
Established in 2018 by Madrid entrepreneurs Jaime Cruz and Javier López, Scuffers is a leading streetwear brand that generated 2.5 million euros in revenue in 2022. Focused on hoodies, T-shirts, and knitwear, the brand has garnered considerable popularity, particularly for its exclusive limited-edition releases. Embodying a blend of Madrid street culture and global streetwear trends, Scuffers has made a mark in the fashion scene.
Winning strategy: Scuffers forges authentic influencer connections by sending apparel to friends and supporters pre-launch. This approach generates viral TikTok content (#scuffers 30.8M views, #scuffershaul 20.9M views) and builds a strong 311k Instagram following. Recognised by influencers, artists, and celebrities, Scuffers' limited-edition exclusivity adds to its appeal.
The plus: The pop-ups, featuring DJ sets, after-parties, and exclusive limited editions, offer a highly anticipated and cool shopping experience.
2.5 Unbottled - Transparent & humorous marketing
The French brand Unbottled addresses plastic waste in cosmetics. Their solid products, like shower gels and shampoos, come in FSC-certified cardboard, eliminating single-use plastic. Formulations are free from harmful chemicals, 90% natural, and biodegradable. Vegan, pH-neutral, and made in France, these products suit all skin and hair types.
Winning strategy: The brand's dedication extends to its marketing strategy, focusing on transparency and sustainability in its communication. It's not fear-based marketing but rather centred around education and humour.
The plus: A B corp-certified company! Their product bundles and their email marketing strategy (including their order tracking email) are top-notch!
2.6 Zapato Feroz - Demand-driven scarcity strategy
Established by Laura Garcia and Héctor Nebot, Zapato Feroz offers natural, comfortable shoes for children's early steps, with a focus on natural foot development. Expanding their range to include kids and adults, they provide footwear that respects the whole family's feet. Crafted with materials like natural leather and microfiber, Zapato Feroz prioritises comfort and durability.
Winning strategy: Last year, over 70,000 parents endured virtual queues of up to eight or nine hours to purchase Zapato Feroz shoes. With a scarcity strategy and limited production, Zapato Feroz generates high demand and long wait times for its exclusive, limited-edition designs.
The plus: Their YouTube channel where Laura Garcia answers questions and shows in detail all the upcoming designs and their sales reminders that you can add to your calendar directly on the website homepage!
2.7 Saye - Sustainable style fusion
Saye, founded in Barcelona, is a sustainable footwear brand selling vegan and eco-friendly materials shoes 100% produced in Portugal. The brand emerged through a successful Kickstarter campaign, launching 7,000 pairs of sneakers and becoming Spain's most funded fashion project on the platform.
Winning strategy: Saye seamlessly blends a vintage/retro style with sustainability in their entire collection, staying true to their identity. Additionally, they use Facebook Ads, and organic campaigns, and collaborate with global micro-influencers who align with their style, ethics, and eco-conscious values.
The plus: For every pair sold, Saye funds the growth of two trees, contributing to reforestation efforts in collaboration with the NGO We Forest.
2.8 Serious tissues - Eco-friendly marketing
Serious Tissues, a UK-based toilet paper brand, prioritises sustainability and local production. Their tissue is exclusively crafted from 100% recycled paper, sourced from diverse materials that would otherwise contribute to landfill waste. The brand has expanded its range to include laundry detergent and facial tissues. Additionally, the tissue rolls are not individually wrapped, and their product is free from plastic, dyes, perfumes, and unnecessary chemicals.
Winning Strategy: Serious Tissues aligns its brand identity with sustainability in every marketing action. In their inaugural TV campaign, the minimal environmental impact, created by a small team, reduced the production footprint by 5-10 times compared to the average London shoot. This effort earned them Sky Media's £1 million Grand Prix Sky Zero Footprint Fund.
The Plus: With every roll sold, the brand plants a tree, actively contributing to reforestation. Additionally, they offer a loyalty program where points earned can be transformed into discounts, enhancing customer engagement.
2.9 Clothes Doctor - Sustainable customer’s education
Clothes Doctor is an eco-friendly clothing care brand that encourages responsible garment care to combat clothing waste. They offer eco-friendly detergents, tools, and a clothes repair service. Guided by principles of natural ingredients, reducing waste, and being made in Britain, Clothes Doctor is dedicated to extending the lifespan of cherished clothes.
Winning strategy: Clothes Doctor focuses a lot on customer education on their social media and blog. Their content strategy is focused on tutorials and UGC with unboxing videos. The lesson? Show how your product can be a game changer.
The plus: Sustainable packing made of 100% aluminium with a compostable label!
2.10 Kite Beauty - The power of UGC and PR
Kite Beauty sells easy-to-use concealer pods directly to people with “busy lifestyles and tiny purses” that are on the move. They offer a range of skin tones and have a handy online quiz to help customers pick the right shade.
Winning strategy: Kite Beauty keeps things simple by focusing on one product and saving money on advertising. Instead, they focus a lot on UGC and PR! It's not clear if they'll sell other beauty items, but they're following the success of other online brands. The lesson? Make sure your main product is great before thinking about expanding.
The plus: Free shipping on every order & Subscription available!
As we wrap up our exploration of top DTC brands in 2024, a diverse mix of strategies emerges. The rise of DTC commerce highlights a shift towards direct connections and personalised experiences.
From Scuffers to Cabaïa, each brand showcases unique approaches, from simplicity to sustainability and exclusivity.
Now, it's over to you: which brands stood out, and whose strategies are you keen to adopt? With DTC brands reshaping the retail landscape, the possibilities are exciting. Which brands will influence your path, and what strategies will define your brand's journey?
The DTC wave is dynamic, and the opportunities are boundless for those ready to ride it.
Marketing
How Patagonia Leads the Way in Global Sustainability
In Kantar’s 2022 study, 94% of consumers aim for a sustainable lifestyle, with 49% associating sustainable products with their identity, and 57% stating that a brand's environmental efforts impact their purchasing decisions.
In a world where greenwashing and flashy marketing dominate, Patagonia marketing’s strategy stands out. The brand's journey towards sustainability and its bold stance represent its environmental and social commitment.
Discover Patagonia's success and how it became the number one brand in terms of reputation among the top 100 visible brands in America.
1. Patagonia’s history: Innovating the outdoor apparel market
In 1973, Yvon Chouinard, a rock climber, started Patagonia because he wasn't satisfied with available outdoor gear.
Based in Ventura, California, Patagonia makes outdoor clothes and cares about quality and the environment.
In 1965, aeronautical engineer Tom Frost joined forces with Chouinard, leading to the establishment of Chouinard Equipment in the industrial era. By 1970, they had become the first supplier of mountaineering gear in the USA.
Following a trip to Patagonia, the company changed its name to Patagonia in 1973.
“No longer can we assume the earth’s resources are limitless”
With 5.3 million Instagram followers, Patagonia is known for its commitment to reducing environmental impact. Standing out from competitors, the brand offers high-quality products with a minimal environmental footprint.
Since 2011, Patagonia has been a certified B-Corporation, recognised for its sustainability practices.
Patagonia donates 1% of sales annually, contributing over $100 million in grants and in-kind donations since 1985.
In 2023, the company is valued at around $3 billion and generates an annual revenue of $100 million.
2. Patagonia’s campaigns: Sustainability, community, and beyond
2.1 Patagonia's sustainability impact: Advocacy against fast fashion and fostering loyalty
When we look at why Patagonia is successful, we see it's not just about regular marketing. Patagonia made sustainability a part of who they are. Every product and campaign tells a story in their commitment to the environment.
Patagonia's marketing doesn't just sell products. It tells a story of purpose, eco-friendly choices, and community. Their transparent approach showcases each item's journey, celebrating artisans and the environment.
Let’s have a look at a few of their key campaigns!
2.1.1 The “Footprint Chronicles”
This initiative allows consumers to trace the origins and impact of their clothes. Imagine buying a fleece jacket and being able to follow its journey, step by step, analysing its environmental footprint.
It's a clear way for consumers to be more aware of the environment.
2.1.2 "Don’t Buy This Jacket" campaign
Patagonia's impactful campaign challenged consumerism by urging mindful consumption, especially during Black Friday and Cyber Monday. Rather than promoting more purchases, it emphasised the durability of its products, encouraging customers to buy less and use items longer for environmental sustainability.
2.1.3 "Worn Wear" campaign
In a world dominated by fast fashion, Patagonia stands out by introducing its 'Worn Wear' initiative.
Encouraging customers to send in their well-worn items for repairs, Patagonia confronts the disposable culture in the fashion industry.
Worn Wear allows you to trade in and buy used Patagonia gear.
This represents a bold stance against the throwaway mindset. Patagonia highlights repaired items through events and social media, advocating for waste reduction and responsible consumption.
2.1.4 "Vote Our Planet" campaign
Before the 2018 U.S. midterm elections, Patagonia's "Vote the Environment" campaign closed stores on Election Day, underlining the brand's commitment to environmental activism.
2.1.5 "Buy Less, Demand More" campaign
Responding to the global climate crisis, this campaign urged consumers to buy fewer products and demand higher sustainability standards. It emphasised the need for a shift towards a circular economy and called on consumers to support brands prioritising sustainability and transparency.
2.2 Patagonia's political and ethical activism
2.2.1 Bold political stances against the Trump administration
In 2017, Patagonia showcased its commitment to environmental activism by taking bold political stances. When President Trump signed an executive order to reduce national monuments, including Bears Ears, Patagonia joined forces with Native American and grassroots groups to challenge the order in court.
The company extended its political stance to product tags, with a limited-edition pair of shorts bearing the message "Vote the Assholes Out."
2.2.2 Corporate branding ban campaign
In 2021, Patagonia went a step further in aligning its business practices with its values. The brand banned all corporate branding options. This decision aimed to uphold Patagonia's commitment to sustainability and environmental protection. The move resonated with the brand's identity, reinforcing the notion that actions speak louder than words in promoting a sustainable future.
3. Patagonia’s marketing strategy: UGC, ambassadors and documentary
3.1 Strong focus on UGC and dedicated community of ambassadors
Despite selling clothing, the brand avoids direct product promotion on social media. Instead, it utilises multiple Instagram accounts – 11 certified and several unofficial but recognised – each catering to specific interests.
This segmentation diversifies content while adhering to the principle of avoiding aggressive promotions.
User-generated content (UGC) plays a central role, with athletes and enthusiasts sharing photographs across Patagonia accounts, fostering a dedicated community.
Since its beginnings, Patagonia has focused on its community. The outdoor brand mainly relies on its community and communication. Patagonia nurtures its community by sharing a lot of information about its achievements, evolution, and programs through its website or online. It has managed to stay true to its core values from the beginning.
Patagonia doesn’t pay influencers to promote their products. Instead, they collaborate with people, usually athletes or people who often partake in adventure sports, who share the same climate-conscious values as them. These people are Patagonia’s brand ambassadors.
These ambassadors are sorted into different groups based on what sport they play since Patagonia’s gear is also sorted separately according to sport, for instance, @patagoniaclimb and @patagonia_trailrunning.
The brand, then, reshares the videos of their ambassadors being in their element while wearing Patagonia’s clothes.
This type of indirect marketing works wonders because it is purpose-driven and is based on mutual values. Moreover, they get to fill their feed with unique content and value their collaborators in the process.
Since each of the ambassadors are veterans in their respective fieldfields, and customers can trust their recommendations.
3.2 Communication and building community around environmental and social causes
Patagonia encourages its customers to share their own stories and experiences related to the brand. They invite customers to send photos, videos, and testimonials about using their products in natural environments or memorable situations.
On its Instagram account, the brand almost exclusively shares inspiring stories from its customers around the world. This reinforces the feeling of belonging to a community that is committed and loyal to the brand.
3.3 Storytelling through documentary and short films
Patagonia engages in documentary production and community co-creation, positioning itself as an ecological media platform.
Patagonia's marketing strategy now centres on engaging with the outdoor sports community through storytelling, collaborations, and long-form video content. Collaborations with respected members of the outdoor sports community, referred to as "Global Sports Activists," exemplify this strategy.
By investing in content that tells unique and compelling stories, such as the documentary featuring trans climber Lor Sabourin, Patagonia continues to demonstrate its commitment to values beyond conventional marketing, establishing a lasting connection with its audience.
Patagonia's journey, marked by sustainability and authenticity, is highlighted through impactful campaigns like "Don’t Buy This Jacket" and "Worn Wear."
The brand's commitment extends to bold political stances and a corporate branding ban.
Unconventional marketing, focused on UGC and brand ambassadors, strengthens community bonds. Overall, Patagonia's success stems from its narrative, eco-friendly choices, and engaged community, showcasing a commitment to a sustainable future.
As Patagonia continues its commitment, how do you think the brand will improve its supply chain and evolve its engagement with loyal customers and the global community?
